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Global mobile app engagement and retention rates 2019-2020

Mobile app engagement and retention rates worldwide from July 2019 to September 2020

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Release date

November 2020



Survey time period

July 2019 to September 2020

Supplementary notes

According to the source: "The trend displaying total sessions [...] was created by comparing the number of sessions [...] among the top 5,000 apps in each analyzed month; each metric, including the day 30 rate was then normalized to enable an apples to apples comparison."

A session is defined by the same source as "the amount of time in which a user is actively engaged with either an app in the foreground or with an open website. [...] In the mobile ecosystem, a session begins when the app is opened in the foreground, and ends when it goes into the background with no events occurring during a predetermined time window [...]"

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